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Social Media has been a hot topic for the last few years, as sites like Twitter and Facebook gained millions of fans and changed the way we use the internet. Early in this trend, forward looking businesses experimented in these new channels, working to understand how they could best be used to drive business value. In 2011, the results of those experiments led many companies and start-ups to a more mature and business-focused view of social media - using analytics and new forms of customer experience to drive measurable outcomes. This session will look at social media trends as they are today and describe new ways of approaching social media, using examples and best practices from several industries. We will show how social can radically change the ways in which you interact with customers, and the technologies and approaches that make that possible.
by Alexander Fritsch
Alexander Fritsch is a senior principal (expert partner) with Accenture leading the Enterprise Analytics Team for the DACH region. He has more than 16 years experience in Analytics focusing primarily on Customer, Marketing and Sales across industries. Prior to Accenture Alexander Fritsch worked for CFI Group, an international management consultancy in the field of behavioral modeling and customer loyalty management. He holds a Masters of International Economics and Business Administration from the University of Lund, Sweden.
Introduction Session: Focus on analytics und leverage of Social Media:
Social Media enables direct contact to customers for many organizations that did not have that opportunity before. They also add another channel for all others increasing complexity to the already large number of channels to manage. The radical change that comes out of this forces organizations not only to adopt to new tools but also to learn new techniques in order to cope with the information flow. Mainly three types of information needs to be considered; monitoring buzz and sentiment, listening to derive customer preferences for further product/service development and engaging into the conversations to drive specific outcomes. This session will focus on the analytical aspects of managing, reporting, analyzing and using social media data.
Remember Egypt? How about the OCCUPY movement? Haiti Earthquake? Social media has been there, not only as a detonator of specific actions, but as a main character in stories that unravel throughout the world.
Now imagine having the tools to better understand where the conversations are going and who the real leaders are.
Our workshop deals with turning talk into action, with proven techniques to mobilize citizens around a common cause, based on actual experiences (lobbying, breast cancer crusade, humanitarian hurricane relief, calls to action). An overview of these projects was presented at Tech@State Citizenship 2.0 Conference hosted by World Bank and the State Department (US) and at TechCamp (Personal Democracy Forum in Chile). Now we incorporate the use of KPIs to further develop strategies to enhance civic participation.
This is a hands-on activity where participants can interact with Ondore7, measuring sentiment in digital conversations, regarding specific topics and identifying key opinion leaders and influencers.
Participants will have a better understanding on how to detonate conversations that lead to specific actions.
Who are we?
Fernando Luege CEO, Ondore: http://mx.linkedin.com/in/luege
One of Mexico's top tech entrepreneurs. Developed Ondore7, a platform that allows for digital reputation management through artificial intelligence and data mining.
Eva Sander Chief Strategist, Ondore: http://mx.linkedin.com/in/evasander
User experience and crossmedia communications strategist, enhancing civic participation to create a better world
22nd–24th February 2012